7 Keys to Creating Winning Enter

1. Make sure original persona data is instantly accessible and able to be layered into new research and insight
2. Marketing and sales may need higher-level views emphasizing segmentation and key psychographics for communication purposes.

3. A consolidated view will support flexible usage.
4. Personas should be continuously updated and modified.

Key success factor: A persona program based on research have a long-term ROI. Building a process that supports continuous research and modification is the best long-term investment.

5. Creating common standards for personas
   Personas are designs just like any experience asset. They need to be architected, designed and shared. Building a persona architecture is a key challenge for an experience team.
   Developing enterprise personas successfully means having the ability to define a useful standard applicable for various teams, and it should also be able to grow over time. What is the underlying anatomy of the customer that helps inform marketing, sales, design, and development?
   Key success factor: Develop a good persona standard and a collaborative place to define, refine and communicate it.

6. Governance
   Personas need governance—like any other evolving strategic asset. Having a strong governance framework encourages consistency and controls unwanted proliferation.
   A good governance process supports the alignment of best practices and inspires their use. It would also allow for flexible growth of these assets through a process to build on research as it unfolds over time, encouraging continuous refinement.
   Key success factor: Establish a persona governance process and maintain a governed set of customer models. At any one time you can show instantly your best model of your customer today, while demonstrating how variations are being used by teams for their own specific needs.
   

   governance of personas The governance of any design asset requires a centralized group to maintain, inspire and collaborate with working teams to use and contribute to an improvement process. It works when the standards are useful and inspiring to use.
7. It’s best to connect journey maps and personas in one environment.